Leica Magnus 1-5_10x42webOptics brand Leica is to handle its own distribution in the UK. The German firm says it will do business directly with dealers, with immediate effect, after what it calls a “restructure” of its sport optics division.

The move, which also sees Jonathan Rigby – previously of Zeiss – join Leica as a dedicated sales manager for the hunting market, will be heralded by an expansive advertising campaign as well as what Leica calls “a new approach and structure to pricing.”

“We are confident that Leica’s growth plans will be best achieved by more direct control of the brand experience,” said Leica’s UK managing director Jason Heward.

This brings a close two a two-year period in which Edgar Brothers supplied Leica products to UK dealers. Though it has chosen to end the distribution deal, Leica said Edgars had done an “excellent job”.


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